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Making FriendsHow to Talk to Other Silo Keepers About Content

http://www.slideshare.net/christiangericke/Twitter: @cgericke

Christian GerickeVP Acrolinx@cgericke

Look familiar?

A word about silod organizations nodding head slide get audience to agree this is a problem worth listening about5

What does this look like to your customer?

Pivot to the customers dont see silos, they just see content 6

120 million words150,000 web pages340 companies31 countries

Want proof how bad this problem is.. We did some research7

Few Companies Produce Consistent, High-Quality Content

Most companies struggle in this area - 8

Content Consistency and the Customer Journey

Lets look at it from a customers perspective 9

Tearing Down Silos

But theres hope in the time remaining, were going to talk about how to tear down these silos 10

Different Perspectives onthe Role of Content

It starts with perspective different teams have a different idea on the role of content11

A Typical Marketing Team

Lets look at a typical marketing team lots of people, way too much black clothing, - now lets talk about Vince the guy responsible for content marketing 12

70% Buyer JourneyThrough Digital Channels

Vince did not exist 5 years ago because something has radically changed13

MARKETING WEEK

And because 70% of that buyer journey is driven by content, Vince is on the hook for driving the business in fact, almost everything Vince does relates back to this radical shift in the market - to be blunt his job is on the line and he feels that pressure more than ever before this nice stat published just a few weeks ago illustrates that challenge14

Welcome to Vinces world more pressure and a lot more content15

Has Your Company Embraced Content Marketing?

NoneBasicInconsistentAdvancedOptimisedSource: Hubspot and Smart Insights

Compared to Last Year How Much Content?Source: Hubspot and Smart Insights

Top Marketing Focus

#1 Drive Demand#2 Build Brands

So what does this all boil down to? Vince is obsessed with two things growing the business and building the brand this is the clear focus in almost every marketing survey so when you talk to Vince about content, keep this in mind. Content is not an art, its not a passion, its a means to an end. Growing the business and keeping his job.18

#1 Drive Demand#2 Build BrandsTop Marketing Focus

19

Reinforce points from slide 17 this is Vince if you want to break down silos, you need to feel the pain and pressure and what content means to him.20

3Massive Changes

Now, this shift toward content-driven buyer journeys has created three massive changes for Vince. 21

1Focus on a Connected, ConsistentCustomer Journey

Top Priorities for Marketing

Some of you may be thinking that this Consistent Buyer Journey story is just some fancy fad from elite companies maybe those companies in California that look like this26

And this27

But our company is different we, work in cubes and we dont think about these issues..28

We, look like this29

Where are they from?

It may surprise you that those survey results came from right here your companies are the ones that have identified this as a critical priority and if you are not part of those discussions, you should be - 30

Heres just one more data point a brand new report published about what marketing leaders in Europe care about You want to break down silos? You need to understand this Because if you start with XML, structured content, and serial commas, youll never break the silo35

2MarketingBudgets

By 2017CMOs will spend moreon technologythan CIOs

CMO Spending Survey 2016:Marketing Budgets Grew by Nearly 10% Over Last Year

Marketers Spend One-Third of the Expense Budget on Technology

Digital Commerce, Social, Marketing Analytics and Customer Experience Are Top-Ranked Areas of Investment

CMO Spending Survey 2016:Executive Expectations of Marketing Are on the Rise - Innovation, Digital Commerce and Lead Conversion Top of Mind

Customer Experience Is the New Competitive Battlefield

3Data-Driveneverything

44

This is just a funny ice breaker it should be the embedded Adobe video Click Baby play button lower left on mouse over The set up is if you want to break down silos, you need data, objective data - 45

Talking to Marketing Tip #1Take the Customer Perspective

We thinkit lookslike this

Its reallylike this

Talking to Marketing Tip #2Use Objective Data

Talking to Marketing Tip #3Align on Style and Tone

Tearing Down Silos

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#1Central team focused on corporate language#2Global first localization strategy#3Advanced content technologies to support strategyContent and Brand Consistency Award!

2014Blues7183.694